Exam 15: Direct, Online, Social Media, and Mobile Marketing

Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?

Natalie Brennan has been saving her money to buy a BMW convertible. Natalie has spent hours on the BMW website choosing the exterior and interior colors and studying the various options and models. Natalie has been using BMW's marketing website.

Explain the major benefits of direct marketing for both customers and sellers.

A 30-minute television advertising program marketing a single product is called a(n)________.

Texting promotions (e.g., brand coupons), mobile games, and text-in contests are all examples of ________ marketing.

A marketing website interacts with consumers to move them closer to a direct purchase.

Amazon.ca and eBay have built their entire promotional approach around ________.

Most companies use direct marketing as their primary channel.

A catalog is currently defined as a printed, bound piece of at least eight pages that sells multiple products and offers a direct ordering mechanism.

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

Unsolicited and unwanted commercial email is known as ________.

________ are designed to supplement other sales channels, rather than to sell the company's products directly.

Neal Murphy sells his company's unique gift items on television by providing information about the products using 30-minute infomercials. Neal is using ________.

A search advertiser only pays if ________.

Companies can benefit from monitoring the blogosphere even if they decide not to actively participate in sponsoring, influencing, or creating content.

Which of the following is necessary for direct marketing to be effective?

Some direct marketers have been accused of taking advantage of impulsive or less-sophisticated buyers. These merchants might use ________ intended to mislead buyers.

Fiona Lamb is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?

Phishing is a type of online identity theft that uses deceptive emails and fraudulent websites, often asking users to enter personal information.

Unsolicited, unwanted commercial email messages that clog up email inboxes are called spam.